Johannesburg provides the setting for the music video of RubyGold’s latest single ‘In the City’. The video opens with dancers jiving on a busy city street to the opening line, “What do you see?”
This bitter sweet song is about life in the dog-eat-dog world of the city where, the lyrics suggest, there is nothing wrong in the money-hungry city. All you need is to know where you heart beats.
“The song is about the life in the city and it was befitting for the music video to be shot in the location that captures all the elements of the song, and that was in the city of Johannesburg,” said director Sam Leburu.
The music video was filmed in Maboneng and Ghandi Square, over two days on the weekend of 27 and 28 June 2015. Since its release in February 2016 the video has been airing on MTV Base and Soweto TV.
The song is a fusion of jazz, hip hop and dance. RubyGold’s record label, Strange Medley Music Group, describes her style as ‘A sound unique to her multi-faceted repertoire known as trance-jazz. The sound derives from the gradual downbeat of spiritual trance and is within pivotal breaks nuanced with the sensuality of jazz.’
Filmed and produced by Krugersdorp based LeburuGraphy Pictures the video was filmed using a Sony FS700 camera which Leburu says he chose for its slow motion precision. He says they used a 16-35mm, 50mm prime and a 24-70mm Canon lens and a Glidecam Steady Shot Rig and Manfrotto shoulder rig.
“Although the city does not necessarily give the impression of a carefree world,” said Leburu. “People are heading to work, some just milling around and there are street-vendors everywhere, but we get to see the artist show her true self, free and happy.”
He said the music video gives the feeling of freedom in an unsafe place. “There is dance and some scenes are shot in slow motion. The atmosphere looks cold but the different characters captured bring in the warmth,” said Leburu.
RubyGold is preparing for the release of Box Unlimited, her first album with the independent label, which is licensed to Gallo Records.
